STEPHANE CECCALDI

STEPHANE CECCALDI

14 years of international retail experiences
Worked for various brands with proven track records of delivering strong results in difficult challenging environments, with areas of expertise in terms of merchandising /buying /store lay-out /store location strategy, hands-on retail operations, creative and pedagogic training projects’ management from conceptualization to roll out, CRM strategy, as well as P&L monitoring and budget management.
Knowledge of diverse markets: Europe, Middle East, Russia, Brazil, US, Japan and China, and capacity to work in multi-cultural environment.
My satisfaction comes from developing businesses and motivated result-orientated teams through the management of all retail, marketing, buying, finance variables and within the framework of a luxury brand mission.

JIMMY CHOO / General Manager, China (2013 – 2014)
Recruited by the CEO to set the newly directly operated business in China; reporting to Asia President ; based in Shanghai.
Overview a team of 60 staff split between China HO and store teams.
Open successfully all planned stores from 3 initial ones to 10, working on P&L, stock assortment, staff training and store lay-outs.
Implement a new strategy in terms of merchandising resulting in higher sell-thru.
Build a new commission scheme and regular incentives to strengthen staff motivation resulting in a LFL growth at +150% and low staff turnover under 15%.
Properly launch new Mens business with right product offer, right staff and right marketing partnerships to drive business and acquire new client base.
Work on all CRM actions to drive sales and build customer database.

SAINT LAURENT PARIS / Worldwide Retail Development Manager  (2012)
Reporting to the international Retail Director and supporting him on all new openings matching YSL’s strategy to develop further its retail network; based in Paris.
Worked on all new openings from commerciality of the store lay-outs to financial stakes’ review.
Implemented new CRM tools from database segmentation to KPIs’ dashboards for stores staff and buyers, working with other members of CRM steering committee at Kering group level.
Worked with IT team on implementation of a more digital customer experience with 2 pilot stores in NYC and Paris using new mobile technology.
Created a 360° action plan in order to manage stock clearance and still maintain full price sales at a high level during transitional phase to new artistic director with subsequent positive commercial results.

PRADA / Retail Area Manager Europe, Russia & Ukraine    (2011)
Recruited by COO to overview all Prada businesses in Europe and start the new joint venture in Russia and Ukraine: 30 POS, 600 staff for a total turnover over 250 million Euros.
Responsible for all retail matters and sustaining Prada’s aggressive store opening strategy and growth at +30% LFL;
Opened successfully 7 stores across the region, mainly in Moscow, London, Kiev and Paris, working closely with HR on recruitment, store staff organization and training;
Defined a new commission scheme aiming at increasing RTW mix and worked on new staff appraisal system;
Set all targets and review needs and actions at regular country managers’ meetings.
Reporting to Head of Retail WW; based in Milan.

CHRISTIAN DIOR / Retail Training Manager for Europe & Middle East (2009 – 2011)
Asked by COO to start-up a new retail training structure specifically designed to address Dior’s global retail operating procedures and best practices and intertwine brand DNA with product knowledge, selling skills and management competencies with strong focus on operational results.
Rebuild entirely training programs and contents using new pedagogic approach;
Build a team of internal coaches working on the roll out of the trainings, either through taylor-made in-store support or on delivering in-room classes for the entire 70 stores’ network of Europe and ME;
Launched the Academy project in Japan as well as in South America;
Monitor results through KPIs and full responsibility of mystery shopping survey;
Increased staff’s expertise and motivation throughout as well as delivered strong results in terms of RTW sell-thru, LG mix and upselling KPIs;
Reporting to the COO and the European Retail Director; based in Paris.